2015 Winners & Shortlists

Results and Effectiveness

MNY was the star of ML event: 1- Wall competition received 4,500 likes, 270 comments&50 shares 2- 6,500 Lebanese new fans recruited on Facebook 3- Record page engagement rate (first time in MNY Levant Facebook history) 4- 100% more viewership than any other regular Sunday night (versus F15-35ABC) 5- TVC reached out to 285,749 individuals from our target 6- Cost per GRP dropped by 55%

Creative Execution

Challenge:How will we integrate the brand into the viewer’s mind? Objective:MNY was there all along. Achieved Through: Different touch points created, then communicated on MNY’s social media, providing a more relevant, exciting & up-to-date content: 1. TVC tags integrated with Miss Lebanon 2. Online competition on MNY’s Facebook page:win tickets to the event 3. “MNY Tip of the day” tab on Miss Lebanon’s website: tips posted daily 4. Miss Lebanon’s experience brought to our POS allowing consumers to win tickets to the evening through in-store promotions and Miss Lebanon podiums 5. Backstage branding during the event: getting ready in the MNY room: pictures were posted on Facebook 6. Wall-of-fame at the entrance of Casino du Liban; all the invitees took their pictures 7. Took the participants to spend the day with MNY: This day was aired during the night 8. Winner was granted a trip to Maybelline headquarters in NY

Insights, Strategy and the Idea

“Maybelline New York is the New York inspired make-up brand with an edge that empowers all women, of all origins, to make their mark & change the world” In Lebanon, MNY is perceived to be young, trendy, innovative and affordable. The brand’s target: women, 15 to 35 years, ABC social class; hardly reached through traditional media: cost of reaching them through TV is very high. During October we had to launch MNY’s Go Extreme mascara. We were looking for an opportunity which will allow us to integrate the brand on TV, and add value to our regular digital and in-store campaigns. During this time period, the TV scene would witness the highest rated show of the year: Miss Lebanon, aired on the number 1 TV station. With ladies aged 17 to 25 years old, it was the perfect opportunity to put MNY on TV with a decreased cost per GRP.